Actually {height: 100%; max-width: 100%} generally works quite well. As long as the image is in portrait orientation it should automatically retain the correct aspect ratio. SVG is more robust, but forget it if your target is a Kindle, since it will be stripped out in the conversion. If you look on the kindle forums it seems the best way to make sure the cover displays properly is to resize the image (padding where needed) in an image-editing program so that it fits 525x640 pixels.
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